fmcg in pursuit of effectiveness

Although the door to mass-market advertising in the packaged goods sector is beginning to shut due to cost and media fragmentation, another began to open several years ago.

Your article “Squeezed fmcg brands move out of television” (MW last week) highlights the problems of advertising packaged goods to housewives, but many marketers have been using alternative routes to this sector for some time. Heinz at Home was not a spectacular success, but initiatives such as that of HP to promote Worcestershire Sauce through a multimillion unit sampling and promotional campaign brought huge rewards.

Such activity wins new customers, promotes trial and increases frequency of purchase. However, the other big success story has been sampling on the doorstep, which is the single most effective medium in getting consumers to switch brands.

Field marketing companies, which run grocery trade sales teams and doorstep marketing, do not only target the best prospects through sophisticated targeting techniques; they can also run promotions through the supply chain through wholesalers, convenience stores and multiples.

This service presents marketers with a one-stop route to delivering communication to consumers and ensuring availability at point of purchase. However, this technique need not be used in isolation. In future, targeting through one-to-one digital advertising will be used to support campaigns and create follow-up dialogue.

The point is that it is not just the cost of mass marketing that is driving marketers to look for less expensive communication formats – they have been looking for more effective formats for some time.

Richard Finch

Sales & marketing director

Headcount Field Marketing

Chertsey, Surrey

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here